What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.

Response vs. Results

It's important to understand the difference between response rate and results. When a customer takes the action you want him/her to take (i.e., clicking to your site, calling your 800 number, etc.), then you've achieved "response." This does NOT mean you've made a sale. The response rate of your ad campaign can be high without ever selling one product or service.

"Results," on the other hand, are the sales you make in conjunction with the response rate. When a customer takes the action you want him/her to take AND buys your product/service, then you've achieved results.

No Response

When you get little to no response, chances are that one of two things happened. One - your ad was poorly written and didn't generate enough interest to excite the customer to take action; or two - the ad didn't reach your preferred target customer.

How do you determine which one is the culprit? Test! Use the same ad, but place it in a different ezine or on a different Web site. If response rate improves, you know the ad is most likely fine, but the audience exposure was off. If the response rate does not improve, it's probably best to rewrite the headline, the ad, or both.

Response But No Results

If you run an ezine ad, banner ad, etc., and get responses without making any sales, the most probable theory is that your supporting ad copy or offer is not doing its job. Ezine ads, banner ads, and the like will never make a sale on their own. The customer is almost always going to be directed to click back to your Web site. If the copy/design of your ad is working, but no sales are being made, take a good look at the copy or design of your site. Chances are that *it* could be costing you sales.

Again, testing is the key. Change a headline, add links that direct to "more information" pages, and so on. Run the ad again, and see if your results improve.

You'll notice that in either case, testing is the recommended course of action. So many small business owners get in a hurry and neglect to test their ads. While it may seem costly to run an ad, change an ad, and run it again - the truth is that running unproven ads all across the 'Net without gaining any return on investment (ROI) is a huge waste of money.

Yes, it does take a good deal of time. Yes, it can cost additional money. However, once you've taken the time to test an ad, and the copy on the supporting Web site that customers will be directed to, you'll be in a much better position to ensure consistent sales from your campaigns.

Copyright 2004 Diane Hughes

About The Author

Diane C. Hughes * ProBizTips.com

FREE Report: Amazingly Simple (Yet Super Powerful) Ways To Skyrocket Your Sales And Build Your Business Into A Tower of Profits! ==>> http://madmarketer.com/diane

---

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

Business Cards: Why Waste Valuable Space?

So many business people neglect this valuable asset that may... Read More

Direct Response Advertising; Radio vs TV

Radio advertising vs. television advertisingMany new advertisers assume that they... Read More

10 Reasons Why Your Company Needs Custom Invitations

I am always amazed when I hear about companies who... Read More

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More

How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing

There should only be one, over-riding reason why you're doing... Read More

Cross Cultural Advertising

"Culture is a like dropping an Alka-seltzer into a glass... Read More

10 Simple Techniques To Make Your Ad Get Powerful Attention

1. Make your ad's keywords and phrases standout by enlarging... Read More

The Inside Secrets Of Free Publicity For Your Business

Product publicity is the "secret pathway" to business success... Read More

Advertising Costs Getting Too High?

Everyone knows that advertising is essential to growing a business.... Read More

Unlock The Power Of Online Groups

Yahoo Groups: I see countless marketers on shoestring budges turn... Read More

Good Design Makes Good Sense

Organized your pencils and pens lately? Sorted your clothes into... Read More

Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two

In part one of this article we discussed the importance... Read More

Direct Mail = Your Money, From Printer to Mailbox to Trash!

I did a quick, very unscientific survey of 25 of... Read More

Understanding Internet Banner Advertising

Banner advertising is an effective way of getting your advertising... Read More

How to Make Your Claims Believable

When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More

Do You Really Need a Brochure?

Traditional brochures typically tell the story of your company, i.e.... Read More

Magnetic Business Cards: Make Your Marketing Message Stick

What is it about magnets that draw people to leave... Read More

How to Write Ads that Pull Orders

If your ads aren't paying off then you need this... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

Design Your Own Newspaper Ads

Many people in business lay-out (design) their own ads. That... Read More

Consider These Pressing Facts Before You Renew Your Yellow Page Ad

Your Yellow Page Ad Deserves More than 10 Minutes of... Read More

Scrolling LED signs

Scrolling LED signs is type of LED signs that displays... Read More

Creativity and Getting Outside of the Box

Sitting in front of a blank piece of paper? Wondering... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More

Make Your Business Cards Work

What's the cheapest, most under-used marketing tool you have?The answer's... Read More

Buying Radio? Read This and Dont Waste Your Money

Pay close attention and make it work the best for... Read More

Where To Call For Free Advertising And Free Business Advice

Believe it or not, there are plenty of opportunities out... Read More

Bad Seduction - Advertising Techniques That Dont Work

I just read some advertising suggestions on an Internet marketing... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

Cinema Advertising is Big Business, So Mergers are a Natural

Cinema advertising has always been an effective marketing tool for... Read More